Last month the IAB UK released their latest advertising spend figures which showed that mobile advertising has grown 61% year-on-year to £2.6bn. The latest UKOM multi-platform data from comScore shows that mobile (tablet + smartphones) accounts for the lion’s share (56%) of time spent online by the UK adult population. Furthermore, smartphones in their own right now account for more minutes online than the desktop. In April 2016, 28.9m UK adults used a smartphone to access the internet accounting for 44% of their time online. The desktop only accounts for 42% of UK adults’ time online, despite reaching 38.7m, 10m more - so which audiences are driving smartphone time online?
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